- Hoka is introducing its largest global integrated marketing campaign to date after recently surpassing $1 billion in sales, according to a news release.
- The Deckers Brands-owned sportswear shoe marketer centered the concept on murmuration, a flocking behavior seen in birds like starlings. A 60-second anthem spot uses striking visuals to reinforce the notion that distance runners and casual walkers feel like they’re flying together in Hokas.
- “Murmuration” expands on a “Fly Human Fly” creative platform Hoka debuted last yr and can appear across owned media, out-of-home, connected TV, digital and paid social on apps like TikTok, Meta and Snapchat.
Hoka is hoping to extend a robust run of sales by enacting its most ambitious integrated marketing play to date. The campaign was created with agency Anomaly after FCB helped develop “Fly Human Fly,” its first global marketing effort, last yr. “Murmuration” still uses the #FlyHumanFly hashtag and tagline. The brand will roll out two additional ads within the months ahead to support its Mach X performance running shoe and an eco-conscious Anacapa 2 GTX climbing boot, respectively.
A 60-second anthem spot kicking off “Murmuration” offers a high-concept take on an avian behavior that has inspired awe in casual onlookers and birdwatching enthusiasts alike. The camera initially tracks a runner within the woods at the bottom level before tilting up to show what seems to be a murmuration of birds overhead. Closer inspection reveals the group is definitely a legion of Hoka wearers — together with some animal companions — as they run, walk and hike on air as a collective. As the ad closes out, the group arranges within the Hoka logo, shaped as a bird taking wing, complemented by the “Fly Human Fly” tagline.
Creative partners Ian Pons Jewell and Leigh Powis directed the video, which features cameos from athlete ambassadors Jan Frodeno and Adelle Tracy. Jewell and Powis are also helming a second business focused on the launch of the Mach X performance running shoe. A 3rd and final spot will probably be directed by Autumn de Wilde and emphasize the fun of climbing with the Anacapa 2 GTX boot.
Hoka is reinforcing the motif of community togetherness by inviting regional running clubs to take part in local Hoka Fly Runs. The first such event is going on today (June 15) in Manhattan, with a starting line placed strategically at a new pop-up store location. The 3,400-square-foot space represents Hoka’s largest retail presence within the U.S. The marketer is moreover donating $100,000 to Achilles International, a corporation that works on equal access to endurance events.
Known for his or her chunky, cushioned soles and sometimes loud color schemes, Hokas have evolved from a distinct segment favorite amongst long-distance runners to a more mainstream brand, surpassing $1 billion in sales in 2022. The company was acquired by Decker Brands, which also owns Ugg and Teva, in 2013, and has turn out to be a key growth driver for its parent company.
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